NCAA FOOTBALL HALL OF FAME LOOKS TO SECURE FINANCIAL FOOTING

The College Football Hall of Fame in South Bend, IN, "is
struggling" with attendance, as Exec Dir Bernie Kish said
that early projections were "overly ambitious" and corporate
sponsorship "hasn't approached the levels officials had
envisioned," according to Teddy Greenstein of the CHICAGO
TRIBUNE. The Hall recorded an operating loss of "more than"
$660,000 in '96, its inaugural year. Although city officials
originally promised that no taxpayer money would be used, the
city has already contributed "about" $1.6M. The National
Football Foundation (NFF) has also provided $1M, which
Greenstein writes "may be just a start." The Hall is
projecting '97 attendance at 65,000 -- down from the 120,000
visitors in its first year (CHICAGO TRIBUNE, 11/18).
CORPORATE ISSUES: The Hall had "hoped to line up seven
major sponsors" at $1M each, but deals were made with Alka-
Selzer, Coca-Cola, Burger King and the U.S. Postal Service,
totalling just $1.725M. Kish: "It has been surprising. The
feeling was that corporate sponsors were going to be a piece
of cake." With a $400,000 marketing budget, the Hall will
advertise on billboards and in Chicago newspapers and radio
stations. Officials are seeking NCAA approval for an annual
Hall of Fame game to be played in August. Greenstein added
that "despite all the effort, the Hall shows no sign of
breaking even anytime soon," and that without a "dramatic
increase" in sponsors, taxpayers will see the annual
contribution rise from $1.2M to $2M (CHICAGO TRIBUNE, 11/18).